The Impact of Luxury Brand Live Streaming Commerce (LuxLSC) on Brand Loyalty: The Moderating Roles of Brand Awareness, Perceived Brand Luxuriousness, and Self-Materialism

Li, Yanan (2025) The Impact of Luxury Brand Live Streaming Commerce (LuxLSC) on Brand Loyalty: The Moderating Roles of Brand Awareness, Perceived Brand Luxuriousness, and Self-Materialism. Doctoral thesis (PhD), Manchester Metropolitan University.

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Abstract

Live streaming commerce (LSC) has emerged as a significant digital marketing phenomenon, with extensive research in fashion, cosmetics, food, and tourism sectors. However, despite substantial business interest from luxury brands, there is little research on LSC in luxury contexts, representing a critical knowledge gap in understanding how this innovative marketing tool affects luxury brand relationships. This research investigates how luxury brand live streaming commerce (LuxLSC) affect brand loyalty through the mediating effects of brand attitudes, perceived social norms, and perceived behavioural control among Chinese consumers. Specific attention is also paid to the moderating roles of perceived brand luxuriousness, brand awareness and self-materialism. Following a comprehensive literature review, a conceptual model was proposed based on the Brand Value Chain and the Theory of Planned Behaviour (TPB). A quantitative cross-sectional study was conducted using an online survey of 168 Chinese luxury consumers aged 18+ with experience in Burberry’s live streaming commerce. Data were analysed using partial least square structural equation modelling (PLS-SEM). Results demonstrate that LuxLSC significantly and positively influences band attitudes, perceived social norms, and perceived behavioural control, with the strongest effect on brand attitudes. All three mediating variables significantly predict brand loyalty, confirming the proposed mediation mechanisms. However, the three proposed moderators (perceived brand luxuriousness, brand awareness, and self-materialism) showed no significant moderating effects on the LuxLSC-brand attitudes relationship. This research makes several novel contributions to luxury marketing and digital commerce literature. Theoretically, it provides the first empirical evidence of LSC's effectiveness in luxury contexts, extends TPB application to luxury digital commerce, and introduces a higher-order LuxLSC construct capturing configurational effects of streamer, content, and platform factors. Practically, the findings provide luxury brand managers with empirical support for LSC adoption and insights into the psychological mechanisms driving consumer loyalty in luxury digital environments.